Client Centric Selling for Insurance Brokers and Underwriters - Level 1

Course Outline and Objectives

The ability to sell and build effective customer relationships is an overlooked, underdeveloped yet fundament requirement for all brokers and underwriters.  Post pandemic this capability is more important than ever.

A perfect storm of conditions has put pressure on brokers and underwriters to be more confident and credible in providing solutions and more skilful at analysing and meeting the needs of their customers. The hard market and rising cost of living is putting pressure on premium increases, meaning brokers and underwriters need essential sales skills and mindsets to support their key objectives of winning and retaining customers, while at the same time ensuring each and every client has the correct insurance for their unique circumstances. 

Training in these fundamental abilities was wiped out by the Covid pandemic but at the same time customers are rightly more demanding and curious about their insurance, fuelled by  awareness of business interruption claims issues.

This focused and highly interactive two day programme will help brokers and underwriters embrace selling as essential to their role. It will establish a simple, flexible framework for all customer conversations and build a range of skills to support delegates in winning new and retaining existing business and successfully meeting the needs of their customers.

Attending this practical workshop will help you:

1. Change your view of selling: see how a customer centric sales approach can drive gains in the quality, service levels and long term value of underwriting and broking
2. Know how to use selling to understand and meet your customer’s needs
3. Develop a SALES CARE mindset that will help you and your company win and retain more clients
4. Apply the bespoke POLICY sales model to structure all your face to face and phone conversations and practise and apply a range of core skills from each stage of the POLICY model 
5. Leave with a practical action plan to take back to your business and implement in your every day client and customer conversations

Who will benefit?

• Underwriters and brokers who have not previously received any insurance specific sales training,  and for more experienced individuals who wish to refresh and update their approach.  
• Anyone who has regular sales and service conversations with their brokers or clients, in particular those who have key performance targets such as new business sales, client retention and cross-sell
• New joiners to the industry are welcome and will benefit greatly by receiving a practical, engaging introduction to sales early in their insurance career

Training approach

The course will be delivered face to face using a highly interative blend of leader-led delivery, discussion, debate, and practical breakout exercises.

Programme Essentials

• Change the mindset towards sales to a positive fundamental part of your role
• Understand you are providing a vital service to your customers
• Identify the core behaviours and skills required to be a client centric seller in insurance
• Explore the five core steps of the POLICY sales model, a model that can be used for every client interaction and sales opportunity
• Know and use the value of preparation for client conversations
• How to ensure you are remembered for the right reasons
• Learn and apply the core skills and mindset needed to understand your broker and/or client
• Understand and practice articulating how you add value to your broker and/or client
• Know how to close the conversation successfully with confidence
• Consider how you will focus on your SALES CARE mindset after the course

Course Leader

Your tutor has over 18 years of experience as a development underwriter, leader of underwriting and operational teams and a figurehead of change/operating model transformation programmes, giving him valuable insight, understanding and knowledge across the insurance industry. His passion to help others develop and further their capabilities drives his training and coaching consultancy business and he has worked with well-known specialist insurers and brokers, facilitating the development and growth of their core employees.